💬 Open Tabs: how Dancing with the Stars is winning over Gen Z

Happy Friday 👋Welcome to this week’s episode of Open Tabs [like the new name?] where we talk about the news and cultural moments that have been taking up real estate in our Google tabs and brains. If you’re looking for a fun, slightly meandering conversation with real digital strategy takeaways to listen to while you work, you’ve come to the right place.Tune in for our next Substack live conversation next week. In the meantime, let us know if there’s anything in your Open Tabs that we should talk about 👇Here are the topics we cover:* Dancing with the Stars is winning Gen Z on TikTok [1:04]. The show’s resurgence isn’t just about casting influencers—it’s the result of a long-term strategy targeting younger audiences. By bringing on Gen Z stars, pros and integrating TikTok content, the show is reaching viewers who may not tune into traditional TV. * Media mentioned:* The Hottest Show On TV is 20 Years Old, Vulture* @popculturedata on Instagram* A spontaneous conversation about Nobody Wants This on Netflix [6:02]. Nobody Wants This wasn’t originally on the agenda, but we have a lot of opinions about the show and couldn’t resist. In season 2, the story and characters feel too thin. It feels unrealistic, leans on stereotypes, and don’t even get us started on the product placement. For brands and content creators who are interested in storytelling to their audiences, it’s a reminder that narrative clarity, believable stakes, and character development are critical for keeping audiences invested over multiple episodes or campaigns.* Media mentioned:* What’s with the sponcon slop in Nobody Wants This? Netflix, nobody wants this., The Guardian * Anonymous and faceless creators are reshaping social content [22:01]. With the rise of AI video and privacy concerns, creators who remain faceless or anonymous—like Deuxmoi or @things.i.bought.and.liked—are building communities and trust through perspective, aesthetic, and voice rather than identity. This trend highlights opportunities for brands to engage with audiences in ways that prioritize content experience over influencer personality. * Creators mentioned:* Deuxmoi * @things.i.bought.and.liked on Instagram * Lofi Girl on YouTube This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe